Marketing managers play an important role in making potential customers aware of a company’s products. They use various outreach strategies to generate interest and demand for a particular product or an entire brand. In coordination with marketing teams and stakeholders, marketing managers lead strategy, execution, and optimization for every marketing campaign a company launches.
Among other responsibilities, marketing managers develop a variety of different marketing strategies. These strategies might include digital marketing services like social media advertising, along with print marketing strategies like mailers and billboards. These managers are also responsible for preparing each marketing strategy before launch, a process that often includes research, copywriting, audience identification, and goal-setting.
The Perennial Need for Good Marketing Managers
Employment for marketing managers is expected to grow 6% through 2032, faster than the average growth rate across all jobs in the U.S.
Quality marketing talent will always remain in high demand. Companies will always need marketing leaders capable of coordinating policies, identifying potential customers, and leading campaigns. Companies consistently seek marketing managers who can help make a company’s products or services stand out, particularly in crowded industries.
Many marketing managers are currently sought after for their digital marketing skills. For example, managers with skills in SEO and paid search marketing can help companies expand their influence online in ways that scale sales and introduce new customers to their products.
What Does a Marketing Manager Do?
A marketing manager handles many critical marketing responsibilities. Within a larger organization, they might implement a strategy built by their supervisor. Within smaller organizations, marketing managers are often responsible for building and implementing strategy themselves — or delegating responsibilities to a team of strategists.
Before building marketing campaigns, marketing managers typically spend time studying their market. They might analyze market trends to better understand buyer preferences, competitor activity, or new growth opportunities. This data will inform other responsibilities like campaign management and aligning marketing strategies with larger company goals. It helps marketing managers operate alongside company leaders as they release new products, expand into new markets, or improve their workforce.
Types of Specialist Marketing Managers
Some marketing managers operate as generalists, handling a wide variety of marketing responsibilities on behalf of their employer. Others might operate in one marketing field, specializing in particular types of marketing, such as:
- SEO marketing managers spend time improving their employer’s visibility in search engines through strategies like keyword research, content optimization, and link building.
- PPC managers help companies operate successful pay-per-click advertising campaigns, running ads across search engines like Google and Yahoo.
- Social media managers respond to comments, create organic posts, and oversee a brand’s social media reputation.
Each type of specialized marketing manager plays an important internal role. Together, they represent a company’s larger marketing strategy and contribute heavily to business success.
Who Do Marketing Managers Work for and Report To?
Marketing managers operate with a high degree of versatility. They can work in almost any industry, whether that’s an established company or a startup. Some marketing managers also work for digital agencies, partnering with clients to improve specific parts of their marketing strategy.
The reporting process for a marketing manager largely depends on their work environment. Privately-employed marketing managers often report to a director or vice president of marketing and sometimes work closely with a chief marketing officer (CMO). In other cases, marketing managers lead strategy with the help of contributors like writers, graphic designers, and social media specialists.
Key Tasks and Responsibilities
Marketing managers handle a variety of different responsibilities each day. This means they spend time researching their market, building and optimizing campaigns, and reporting on results.
Here are a few specific responsibilities they might handle:
- Manage ongoing projects: Marketing managers coordinate ongoing campaigns and optimize for performance after campaigns go live.
- Collaborate with other marketing team members: Marketing managers work with designers, web developers, and specialists to build campaigns that align with the company’s direction.
- Research their industry: Marketing managers study shifts in market trends, competitor activity, and buyer personas that might affect marketing messaging, channels, and results.
- Report on campaign results: Marketing managers explain current marketing efforts and results to a company’s non-marketing employees, particularly executives.
- Operate within specific marketing platforms: Marketing managers use advertising, social media, SEO, and email marketing platforms to organize outreach and track results.
In some cases, marketing managers are also responsible for developing marketing strategies. In coordination with company leadership, they create comprehensive plans that introduce target audiences to new messaging.
How To Become a Marketing Manager
Marketing managers play an important role in audience outreach, brand awareness, and customer acquisition. To gain the necessary skills, they often complete an undergraduate degree. Some marketing managers further improve their candidacy for hire through a master’s degree.
Education and Qualifications
Most marketing managers earn at least an undergraduate degree in marketing, business, or communication. These fields of study typically include lessons on market research, data analytics, and online communication — all strategies marketing managers need to implement a marketing plan.
Some marketing professionals also complete certification programs, including the Marketing Management Certification from the American Marketing Association. The Digital Marketing Institute also offers certification programs in search marketing, AI, and other high-demand online marketing fields.
To prepare for leadership-level marketing roles, many marketing managers also complete a master’s degree in global business administration. This degree program provides immediately transferable skills in business foundations, data analysis, and emerging market dynamics.
Professional Experience Requirements
Marketing professionals also need to gain a certain amount of professional experience before they can become eligible for a management position. Your resume should include hands-on experience in a related field, potentially in a finance career or a role in international relations.
Some marketing managers also gain this experience through consulting roles. Marketing consultants can work directly with a variety of clients, providing recommendations on the best ways to build, launch, and optimize marketing campaigns. They can also help companies better understand the data they collect, creating even more effective campaigns down the road.
What Skills and Traits Make for a Great Marketing Manager?
As they build campaigns, report on project results, and interact with other employees, marketing managers depend on several important technical and soft skills.
These skills typically include:
- Creative design: Marketing managers must build visually appealing designs and compelling messaging that convinces target audiences to take action.
- Data analysis: Marketing managers collect and study useful marketing information to identify patterns that create even more effective marketing strategies.
- Problem-solving: Marketing managers need to overcome issues in campaign performance, budget constraints, audience targeting, and other common marketing challenges.
- Team management: Marketing managers must effectively lead marketing teams in delegating tasks, providing feedback, and encouraging others in their own contributions.
- Communication: Marketing managers need to clearly convey thoughts and goals to department team members and company stakeholders.
Marketing managers also need flexibility when they need to change direction. When company goals change — or when digital media trends shift — it’s important for marketing managers to update their strategies. This ensures that marketing strategies always reflect the latest company objectives, keeping messaging consistent with the best features a company offers.